Aston Martin partners with Bowmore on limited edition whiskies

After news this week that Aston Martin had been granted an alcohol trademark, the luxury car maker has announced a partnership with Islay’s Bowmore distillery on a range of limited edition whiskies and “innovative lifestyle experiences”.

Aston Martin said that Bowmore will become its exclusive spirits partner and will create exclusive bottlings that reflect “both brand’s commitment to heritage but also to cutting edge-design and manufacturing techniques”.

Together with the whisky, the two brands will also be offering a series of exclusive events and experiences around the world.

Messaging from Drink Smart, Beam Suntory’s platform for communicating responsible drinking, will be incorporated into future projects between Aston Martin and Bowmore.

Earlier this week news broke that Aston Martin had been granted a trademark for its name and wing logo to be used in relation to alcoholic beverages.

The trademark was granted to the British car company last month, meaning that its logo and name can be used in relation to alcoholic beverages (class 33), except beer.

Commenting on the announcement, Albert Baladi, president and CEO of Beam Suntory, the owner of Bowmore, said: “It is exciting for an extraordinary brand like Bowmore to enter a global partnership with a brand of such high esteem and heritage, leading in its industry for beauty and craft for decades.

“Aston Martin embodies Bowmore’s commitment to time, with the craft and patience required to make sports cars and single-malt Scotch whisky very much intertwined. These shared values will underpin our series of product innovation and experiences with Aston Martin, and we can’t wait to collaborate on what will be a defining and industry leading collaboration for years to come.”

President of Aston Martin Lagonda and group chief executive officer, Andy Palmer, added: “This series of limited-edition bottlings are going to be very special collectors’ items for the whisky connoisseur and Aston Martin enthusiast. As brands we have a lot in common. We both focus on indulging our customers with exquisitely-designed, beautifully-crafted products, often producing limited edition specials that celebrate our heritage.

“Bowmore is a great British brand and, like Aston Martin, its employees are passionate about their work. I can’t wait to sample the fruits of this collaboration between innovative design and crafted product.”

No further details regarding the proposed whiskies were disclosed.

The Aston Martin Lagonda group was formed following the merger of Lagonda (founded 1899) and Aston Martin (founded 1913) in 1947. The Lagonda brand is set to relaunch in 2021 as a luxury electric car company.

Founded in 1779, Bowmore is the oldest distillery on the island of Islay. Owner Beam Suntory also has Teacher’s and Laphroaig within its spirits portfolio.